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June 22, 2026Journal of Multilingual and Multicultural Development

Valuing, displaying, and legitimizing language in the linguistic landscape of Hurghada’s tourism-commercial field

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Authors

XWXiaochen WangGYGao YXLXinyu Liu

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Overview

Examines how language is displayed and valued in shop signs, revealing its legitimization in tourism markets.

Key Points

  • The aim is to explore how languages function in the shop-sign landscape of Hurghada, particularly in a tourism context.
  • Conducted a distributional analysis of 1,293 shop signs.
  • Performed a qualitative visual analysis of selected signs.
  • Conducted semi-structured interviews with 20 merchants and 20 tourists.
  • English dominated the shop sign landscape, indicating its significance in tourism.
  • Arabic played an essential role for local grounding and accessibility.
  • Russian was used selectively, appealing to specific tourist demographics.

Cite This Study

Wang et al. (2026) studied this question.

synapsesocial.com/papers/6a38d0a8da1bad9caca309bbhttps://doi.org/10.1080/01434632.2026.2690075
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